Case Study

Rebrand and rollout

The Challenge

Compass is a leader is it’s field, disrupting the after-accident-car-rental industry 10 years ago. A company with fresh vision and direction but lacking it visually. They had too many internal brands with no clear distinction causing confusion not only externally with consumers but internal as well. The name ‘Compass Claims’ made the company sound like an insurance company which it is not, causing confusion and making it hard to market the brand.

Our challenge was clear – it was time to clean house!

The Solution

Working with their National Marketing Manager we created a brand structure that clearly defined what each brand’s role was. This helped the internal sales staff talk to their clients in a more clear voice and ofcourse we armed them with beautiful collateral to help with this.

We created a look that linked all the brands, then added elements that also clearly separated them. We dropped the word “Claims” as it was confusing and add itwasntmyfault.com.au as the tagline as it was easier to remember and market to end consumers. Also ranked higher in google. All the logos were tweaked, cleaned up and style guides created to explain and keep the branding working going forward. We then armed all key internal staff with a “Brand toolkit” which contained the style guide, templates and documents so all they had to do was get on with what they do best in the business.

Websites for each of the brands was build with the new look and all content designed and written to reflect the new brand.